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The Market Research Toolbox: A Concise Guide for Beginners Edward F. McQuarrie

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Livre - Edward F. Mcquarrie - 01/05/2015 - Poche - Langue : Anglais

Résumé :An ideal resource for busy managers and professionals seeking to build and expand their marketing research skills, The Market Research Toolbox describes how to use market research to...

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  • Auteur(s) : Edward F. McQuarrie
  • Editeur : Sage Pubn
  • Langue : Anglais
  • Parution : 01/05/2015
  • Format : Moyen, de 350g à 1kg
  • Nombre de pages : 400
  • Expédition : 544
  • Dimensions : 22.8 x 15.6 x 2.0

Résumé :

An ideal resource for busy managers and professionals seeking to build and expand their marketing research skills, The Market Research Toolbox describes how to use market research to make strategic business decisions.

This comprehensive collection of essential market research techniques, skills, and applications helps you solve real-world business problems in a dynamic and rapidly changing business atmosphere. Based on real-world experiences, it gives special attention to business-to-business markets, technology products, Big Data, and other web-enabled approaches.

Professionals with limited time or resources can easily translate the approaches from mass markets, simple products, and stable technologies to their own situations. You will master background context and the questions to ask before conducting research, as well as develop strategies for sorting through the extensive specialized material on market research.


  • New case studies provide vivid examples of market research that can be applied to real-world situations, facilitating easier decision-making
  • New discussion questions and exercises promote critical thinking by asking you to reflect on and develop a deeper understanding of the content
  • New suggested readings offer additional in-depth and specialized market research information to help you go beyond introductory concepts and master specific issues
  • New chapter on Big Data demonstrates how the availability of vast quantities of customer data opens up new opportunities to gain a strategic advantage
  • New chapter on interview design introduces you to the basics of question selection and also provides examples of good and bad questioning techniques
  • Expanded coverage of qualitative sampling and data analysis provides a deeper understanding of how to design and implement qualitative samples, as well as differentiating and integrating qualitative and quantitative sampling.

<p style=margin: 0in 0in 0pt;><span>Edward F. McQuarrie</span><span> is a professor in the Department of Marketing, Leavey School of Business, Santa Clara University, in California's Silicon Valley. He received his Ph.D. in Social Psychology from the University of Cincinnati in 1985 and a B.A. in Psychology and Literature from The Evergreen State College in 1976. His research interests include market research appropriate to technology products, on the one hand, and advertising strategies that call on rhetoric, narrative, and semiotic resources on the other. He has also written the book Customer Visits: Building a Better Market Focus, co-edited the volume Go Figure! New Directions in Advertising Rhetoric, and published articles in the Journal of Consumer Research, Journal of Advertising, Marketing Theory, Journal of Consumer Psychology, Journal of the Market Research Society, Journal of Advertising Research, and the Journal of Product Innovation Management, among others. For a current list of publications, you can access his profile on or</span></p><p style=margin: 0in 0in 0pt;><span> </span></p><p style=margin: 0in 0in 0pt;><span>He was Associate Dean for Assessment at the Leavey School of Business, 2001-2010, responsible for the assessment of learning outcomes and the evaluation of teaching. He was Associate Dean for Graduate Studies, 1996-2000, responsible for the MBA and Executive MBA programs. Professor McQuarrie began moderating focus groups in 1980 for Burke Marketing Research. He has consulted for a variety of technology firms and has taught seminars on effective customer visits, managing focus group research, marketing research methods, and similar topics for the Management Roundtable, Hewlett-Packard, Sun Microsystems, Microsoft, Apple Computer, Tektronix, Varian Associates, Cadence Design, and other clients, in England, Germany, and New Zealand as well as the United States.</span></p>

Preface Plan of the Book Who Should Read This Book? A Note on Pedagogy Acknowledgments PART I: Introduction 1. Nature and Characteristics of Market Research How Many Kinds of Market Research? Research Techniques Discussion Questions Suggested Readings 2. Planning for Market Research From Decision Problem to Information Gap Types of Decision Problems: The Decision Cycle Matching Tools to Decisions Effective Application of Research Tools Summary Dos and Don'ts Appendix 2A: Financial Planning for Market Research PART II: Archival Research 3. Secondary Research Procedure Examples Future Directions Strengths and Weaknesses Appendix 3A: Search Techniques for Gathering Market Information Summary: Search Strategy for Secondary Research 4. Big Data Before Big Data PART III: Qualitative Research 5. Customer Visits Programmatic Customer Visits for Market Research Examples of Visit Programs Hybrid and Ad Hoc Examples Cost 6. The Focus Group Applications Comparison to Customer Visits Cost Factors 7. Interview Design Style of Questioning Procedure for Question Selection Some Good (and Bad) Questions Good (and Bad) Interviewer Behaviors 8. Qualitative Sampling and Data Analysis Why Sampling? Projection from N = 1 Projections From Qualitative Samples of N is less than or equal to 32 Binomial Inferences Multinomial Inferences Measures of Association Summary: Rules of Thumb Implementing Qualitative Samples Qualitative vs. Quantitative Sampling-An Integration Qualitative Data Analysis PART IV: Quantitative Research 9. Survey Research Conducting the Survey Yourself 10. Questionnaire Design Generating Content for Questionnaires Best Practices and Rules to Observe Chapter 11: Experimentation Example 1: Crafting Direct Marketing Appeals Commentary on Direct Marketing Example Example 2: Selecting the Optimal Price Commentary on Pricing Example Example 3: Concept Testing-Selecting a Product Design Commentary on Product Design Example Example 4: A-B Tests for Website Design Commentary on the A-B Test Example General Discussion 12. Conjoint Analysis Designing a Conjoint Analysis Study Choosing Among Options for Experimentation 13. Sampling for Quantitative Research Types of Samples The Terrible Beauty of Probability Samples How to Draw a Probability Sample Estimating the Required Sample Size Formula for Computing Sample Size Estimating the Variance for a Proportion Estimating the Variance for a Mean Value Sampling Reminders and Caveats 14. Quantitative Data Analysis Types of Data Analysis in Market Research Managerial Perspective on Data Analysis PART V: The Big Picture 15. Combining Research Techniques Into Research Strategies Developing New Products Redesigning a Website Assessing Customer Satisfaction Segmenting a Market Expanding Into New Markets Repositioning a Brand Developing an Advertising Campaign Commentary 16. The Limits of Market Research Identifying Boundary Conditions Formulating Boundary Conditions When Quantitative Market Research Can't Be Done What Qualitative Research Can Do Summary and Conclusion Index About the Author